Maker Studios seems to be making good on its promise to move further away from YouTube. The multi-channel network has announced the launch of Maker MADE, an in-house advertising firm dedicated to providing brands and advertisers with creative consulting and “access to key talent.”
In so many words, advertisers and creative agencies will ideally approach MADE with intent to make branded content. The in-house team will then develop, plan, and execute said content with the help of any of Maker’s 60,000 partners.
This is yet another way the MCN will scale away from YouTube. Maker has never shied away from voicing its concerns with YouTube, even going as far as purchasing video site Blip earlier this year. It’s clear that MADE-generated content will potentially act as an alternative to pre-roll advertisements on YouTube, thus ultimately freeing Maker from the video site.
According to a statement from Courtney Holt, COO of Maker Studios, MADE has been built to help brands “resonate” with Millennial audiences — a demographic which Holt claims is notoriously hard to reach. While Maker does have a solid track record of appealing to millennials (80% of Maker views come from millennials), the proverbial golden goose that are 13–35 year olds may not be as difficult to lock down as Holt suggests.
Recently, brands like Taco Bell and Chipotle have proven with blindly clarity that they are capable of attracting online attention via a series of branded videos aimed at Millennials. In a tidal wave of realization, brands discovered that the ticket to Millennials’ hearts was through a series of fairly specific yet obvious factors — give them content they want, don’t overbrand, put hip people in it, don’t pander, etc. Young men and women have become the executives; the old guard has all but retired, and the grand mystery of tapping into Millennials perhaps isn’t that much of a mystery after all.
While all signs point towards Maker shifting totally away from YouTube, Holt has expressed that the video-sharing site will remain their key partner in content hosting.